Qualitative vs. Quantitative: Knowing When to Use What
Market researchers often face a key question: should we talk to a handful of customers in-depth, or survey hundreds with a questionnaire? The answer depends on your goals. Qualitative and quantitative research each serve different needs. Qualitative research gathers open-ended, non-numerical insights (people’s words, feelings and motivations). Quantitative research, by contrast, collects numerical data (ratings, […]
What Makes a Good Questionnaire?
The Importance of Quality in Questionnaire Design In market research, the questionnaire is the fundamental tool – it is our “instrument” that shapes the data we collect. A well-designed questionnaire can make or break a study’s success. A good questionnaire translates research objectives into clear, answerable questions; a poor one risks frustrating respondents and yielding […]
CAPI, CAWI, CATI, PAPI — Choosing the Right Data Collection Mode
Research teams have several ways to collect survey data. The four main modes—Computer-Assisted Personal Interviewing (CAPI), Computer-Assisted Web Interviewing (CAWI), Computer-Assisted Telephone Interviewing (CATI), and Paper-and-Paper Interviewing (PAPI)—each involve different procedures, tools, and environments. Each mode has trade-offs in cost, speed, data quality, and reach, and the best choice depends on context. For example, online […]
Mystery Shopping: The Method Behind the Invisible Customer
Mystery shopping is a research methodology in which trained evaluators pose as ordinary customers to experience and assess a brand’s service and operations. In effect, it lets companies see themselves through the customer’s eyes. For example, mystery shoppers may visit a store or call a service line under cover, then record detailed observations on staff […]
Product, Proposition & Pricing Evaluation in Market Research: Why It Matters
In a crowded marketplace, launching a product without solid evidence to back its appeal and pricing can be a costly gamble. Product, proposition, and pricing evaluation are vital elements of market research that help take the guesswork out of go-to-market strategy. By rigorously assessing what you offer, how you position it, and at what price, […]
Customer Insight & Segmentation in Market Research
In today’s customer-centric business landscape, understanding your audience deeply isn’t just an advantage—it’s a necessity. Market research efforts increasingly hinge on extracting customer insights (clear, evidence-based understanding of customer needs and behaviors) and conducting customer segmentation (grouping customers into meaningful categories) to guide decisions. When done right, segmentation becomes “a cornerstone on which to build […]
Market & Opportunity Assessment in Market Research
Why Market and Opportunity Assessment Is Crucial for Expansion Established businesses often seek growth by entering new markets, whether expanding into a different region or launching a new product line. However, expansion is a high-stakes move that demands careful preparation. Market and opportunity assessment provides the foundation for this preparation, helping companies gauge where and […]
Brand & Communication Analysis in Market Research: Importance, Methods, and Impact
In today’s hyper-connected marketplace, a brand is much more than a logo or slogan – it lives in the minds and hearts of consumers. Understanding how people perceive your brand and how effectively your communications resonate is critical for business success. Analyzing brand perception and communication effectiveness gives companies a reality check on their market […]
Iraq’s Development Road: From Vision to Reality
Iraq’s Development Road is poised to become a game-changer in the region’s economic and geopolitical landscape. This ambitious infrastructure project aims to create a strategic transportation corridor that connects the Grand Faw Port in the south to the Turkish border in the north, stretching further into Europe. The vision is clear: establish Iraq as a […]
Iraq’s Evolving Energy Landscape and Future Trends
Iraq’s energy profile reflects its reliance on oil and gas, with gradual steps toward diversification. According to the International Energy Agency (IEA), in 2022, Iraq’s total Energy Supply (TES) —which comprises all energy produced or imported, minus exports or storage— reached 2,58 million TJ, with 74% from oil, 25.6% from natural gas, and less than […]
